Visiting friends or relatives? |
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| Institution: | 1. Federation Business School; Federation University, Australia; PO Box 663, Ballarat, Vic., 3350, Australia;2. Institute of Applied Statistics and Computing; University of Natural Resources and Life Sciences, Vienna Peter Jordan Strasse 82, 1190 Vienna, Austria;3. UQ Business School; The University of Queensland; Brisbane QLD 4072, Australia;1. School of Hotel and Tourism Management, The Hong Kong Polytechnic Unviersity, Hong Kong Special Administrative Region of China;2. Bournemouth University, Bournemouth, UK;3. Institute for Tourism Studies, Macau;1. Strathclyde Business School, University of Strathclyde, Glasgow, United Kingdom;2. School of Social Sciences, Heriot-Watt University, Edinburgh, United Kingdom;1. Department of Land Resources and Tourism Sciences, Nanjing University, Nanjing, 210023, China;2. School of Territorial Resources and Tourism, Center for Tourism Research and Planning, Anhui Normal University, Wuhu, 241000, China;3. Rubenstein School of Environment and Natural Resources, University of Vermont, Burlington, 05405, USA;1. The Business School, University of Huddersfield, Queensgate, Huddersfield HD1 3DH, United Kingdom;2. University of Ulster, Cromore Road, Coleraine, Co. Londonderry, BT52 1SA, United Kingdom |
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| Abstract: | Visiting friends and relatives (VFR) contributes significantly to tourism activity and revenues, accounting for about 48 percent of domestic travel in Australia. Implicit in most discussions of VFR travel is that it represents one homogeneous market. This paper examines this assumption and demonstrates – based on data from 67,024 domestic and international tourists to Australia – that this is not the case. The profile of people visiting friends (VFs) differs significantly from that of people visiting relatives (VRs). This finding has major implications for tourism marketing which need to target VFs or VRs in distinctly different ways, rather than generically marketing to VFR travellers. |
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| Keywords: | VFR Visiting friends Visiting relatives Tourism marketing |
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